NEW YORK (AP):The farm-to-table movement has become farm to facial for some in the spa industry, with more locations offering fresh herbs and flowers from their own gardens for treatments.
And guys are being treated to pampering, tweaked just for them as the number of men turning up at spas increases, according to a new survey by PricewaterhouseCoopers for the International Spa Association.
Overall, the industry has made gains in revenue, visits and locations, according to the survey, released at the spa group's August 16 trade show.
The spa association has tracked male guests for about 10 years, said Lynne McNees, the group's president. Their ranks had been steady, between 30 and 33 per cent, but rose last year to 47 per cent, according to the latest survey.
"A lot of that has to do with spas being much more open and catering to men, changing the services menu a little bit, changing the fragrance that they're using of essential oils, changing what magazines are in the men's relaxation areas," McNees said. "Spas have become much more men-friendly."
boost the spirits
Travaasa Austin has a separate men's spa treatment menu and a ruggedly decorated, wood-panelled treatment room exclusively for the guys. There's a 50-minute Gentleman's Clarifying Facial for $125 using sandalwood, lemon and bitter orange to exfoliate and boost the spirits. Travaasa's What Ales You package for men, at two hours and $265, includes an energy boosting, 80-minute massage followed by peppermint foot care and an organic Texas ale - for drinking - at the end.
In Hawaii, Four Seasons Resort Maui at Wailea offers the "Alpha Male," a 50-minute facial for $175 with green tea and green algae options.
The International Spa Association's survey of more than 1,400 spas of all types in the US showed a 4.7 per cent increase in revenue last year at $14 billion. That's up from $13.4 billion in 2011. Spa visits in the same time period were up 2.8 per cent, to 160 million from 156 million. Locations were up slightly, to 19,960 from 19,850. Revenue per visit went to $87 from $86 the year before.
The International Spa Association's survey of 1,000 destination and day spas in the US showed a 4.7 per cent increase in revenue last year at $14 billion.